1. Marketing Communications

2. The Communications Process
Message
Media
Sender
Encoding
Decoding
Receiver
Noise
Feedback
Response

3. Marketing Communications mix
Advertising
Direct marketing
Sales Promotion
Personal selling
PR and Publicity
Each of these has its own uses and limitations and hence a judicious mix is employed by most companies.

4. Integrated Marketing Communications
This brings about synergy and better use of communication funds
Balancing the ‘push’ and ‘pull’ strategies
Improves the company’s ability to reach the right consumer at the right place at the right time with the right message.

5. Distortions in Communication
Selective attention
Selective distortion
Selective retention

6. Factors influencing effectiveness of communications
when the recipient’s source of communication is single
When message is in line with recipients opinions and beliefs
When issues are unfamiliar or peripheral issues
When the source is an expert, of high status, likeable, has power and can be identified with
When social context or reference group will mediate the communication and influence acceptability

7. Communications model AIDA model The hierarchy of effects model
The innovation – adoption model

8. AIDA Model
Attention
Interest
Desire
Action

9. The Hierarchy of Effects model
Awareness
Knowledge
Liking
Preference
Conviction
Action

10. The Innovation Adoption model
Awareness
Interest
Evaluation
Trial
Adoption

11. Message
Content
Structure
Format
Source

12. Message Source Source credibility Endorser
Depending on the attitudes of the consumer, the communication will either get a +ve , neutral or -ve response depending on what attitudes the consumer has of the endorser

13. Message Format
The message has to be considered depending on which media is going to be used – eg. Layouts, props, models, music, voice, etc.

14. Communication channels
Personal – Direct selling,WOM
Non Personal – media, atmosphere, events

15. What is Advertising?
It is any paid form of non – personal presentation and promotion of ideas, goods, services by an identified sponsor.

16. The 5 Ms of Advertising Mission – objectives Money – budgets
Message – communication
Media – what vehicles?
Measurement - evaluation

17. Advertising objectives
Informative
Persuasive
Comparative
Reminder (reinforcement)

18. Advertising Goal
A specific communication task to be achieved to a specific degree to be communicated to a specific target audience in a specific period of time.

19. How much to spend?
‘Half my advertising is wasted, but the trouble is I do not know which half
- John Wanamaker

20. How much to spend? Depends on the product What stage in the PLC
Market share and the consumer base
Competition and clutter
Ad frequency
Product substitutability

21. Media selection
The most cost effective media mix to ensure achievement of the advertising goal.

22. How should you select media?
Reach
Frequency
Impact

23. Reach
No. of persons exposed to a particular media schedule at least once during a specified time period

24. Frequency
No. of times within the specified period that a person is exposed to that message

25. Impact Qualitative value of an exposure through a given medium
GRP (Gross rating points) = R * F
Wt. GRP = R * F * I

26. Sales Promotion
Whereas advertising gives a reason to buy, SP gives an incentive to buy

27. Advantages of SP Induces trials To reward loyal customers
To induce stocking by the trade
Adjust to short term variations in trade
Liquidating inventories
Preempting competition

28. Disadvantages of SP
With too many promotion schemes ‘promotion clutter’ confuses consumers
Attracts ‘brand switchers’ and ‘deal prone’ customers
Dilutes brand equity
Preponement of purchases
Lowers margins
Expensive and wasteful, when not handled properly

29. Types of SP
Trade
Consumer

30. Developing a SP campaign
Planning the programme
Duration
Incentive to be given
Assessing viability
Pretesting
Implementing and controlling
Evaluation

31. Public Relations
Involves a variety of programmes to promote or protect a company’s image or products

32. Functions of PR Media relations Product publicity
Corporate communications
Lobbying
Counseling

33. MPR Assisting in new product launches
Assisting in repositioning of product
Building interest in product category
Influencing specific target groups
Defending products that have encountered public problems
Building corporate image that rubs off on the products

34. Advantages of MPR Building awareness Building credibility
Stimulate sales force and dealers
Holds down promotion costs

35. The bottom line
PR is difficult to measure, but if consistently pursued with, it can have tremendous synergy with advertising and sales promotion, thereby reducing overall promotion costs